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These brand names that are really the same under the skin --- strikes me as an inefficient business model. Must be enough large profits in it to sustain and overcome it however. To say nothing of leaving consumers with the potentially false sense of getting something "special."

I think you're a bit off thinking its the remarkable profits. In most cases its a calculated attempt at saturation in various market levels IE: new construction vs. retro fit. On the mfg side, it's all #'s.. if a mfg can produce twice as much (in relative terms) they can nearly cut their cost in half = captured profits.